ROMA – Online sales of new or 0 km cars increased by 54% in the first five months of 2021. And in 2020, 28% of buyers carried out all the procedures through their smartphone, on the move, some even having their home delivered the vehicle purchased. This was revealed by the MiaCar Observatory – Facile.it.
But what is the identikit of those who buy the car on the Web? The first interesting data is the personal data; if we look at the categories of buyers, it emerges that the online channel is, like the physical one, within the reach of all ages. One in two cars sold online in 2020 was purchased by a customer between the ages of 30 and 55, while buyers of about 20% of cars bought via the Internet belong to the 56-65 age group.
If the cars purchased online by young people aged 18-29 represent less than 10% of the total sold, among the trends detected by the observatory there is an increase in the over 65s who, as a percentage, weigh more on the online channel (22.8 %) than in the physical one (18.6%).
“In spite of what one might think, the purchase of cars online is not only aimed at the youngest and, on the contrary, among the groups that are growing the most is that of the over 65s”, explains Lorenzo Sistino, CEO of MiaCar. “To really understand this data, we must consider not only the purchasing power of the higher personal data groups, but also the fact that buying a new or zero-kilometer vehicle on the web is today a very simple and safe process and that, last but not least, allows you to save time and money “.
More significant differences between online and physical, however, emerge by analyzing the gender: if, in the traditional channel, men represent 58% of the total, when you move online more than 7 out of 10 purchases belong to the male sample.
The car sector in Italy is still in difficulty (registrations -10.4% in the first 5 months of 2021 compared to 2019), but the online channel, although still representing a niche, is growing steadily and at great speed; the MiaCar – Facile.it Observatory notes an increase in web sales of new and zero-km cars of 52% in the first five months of 2021 compared to the same period of 2019.
“More and more Italians are realizing the potential of the online channel also to buy a new or zero km car. The advantages are many: being able to access a proposal of thousands of vehicles throughout the national territory and take advantage of offers that would otherwise be precluded for reasons of distance, all from the comfort of home “, explains Sistino. And now the home delivery of the vehicle is becoming increasingly important.
To confirm Sistino’s statement, just think that 70% of customers complete the purchase before seeing the car; 9% choose to have the car delivered directly to their home while 61% go to the dealership only to collect the vehicle.
But which new and zero-mile cars are the most bought online? To answer the question, Facile.it and Miacar analyzed sales and discovered that, at national level, the Jeep Renegade leads the ranking, followed by the two city cars Fiat Panda and Fiat 500. If you look at the big Italian cities, Rome is positioned on the the podium of the best-selling cars on the web is the Fiat Panda, while the Fiat 500 conquers the top in Milan. The Jeep Renegade, on the other hand, is first in the standings in Palermo, Turin and Naples.
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